SEO is an acronym that is short for Search Engine Optimisation. It is a marketing technique that focuses on growing a site’s visibility in organic search engine results. Both technical and creative elements are required in SEO to help a site rank higher for particular keywords and phrases.
As you might have gathered, there is an array of aspects to SEO, starting from the content of your pages through to how your site gets structured. Search engine optimisation also includes “off-site” techniques, such as building up relevant links to your site from other third-party websites.
Some people assume that SEO is only about making a website appear more “friendly” to search engines. In reality, it’s about improving the experience of your human visitors – a goal shared by leading search engines like Google.
Do I need to optimise my website?
It doesn’t matter whether your site is just a single landing page or contains thousands of pages of content. All websites should get optimised so that both search engines and human visitors find it easy to navigate and digest its content.
If you view the analytics for your site, you will see that much of the traffic to it comes from search engines such as Google, Bing, and Yahoo. Sure, there are other traffic sources such as social media networks and even links provided in email messages. But, for the most part, people will be finding your website by searching online for your brand or the types of products and services that you offer.
Anyone that wants their website to be popular and well-known needs to make sure that it has search engine visibility. That’s because the likes of Google provide the primary way to navigate the World Wide Web. If your website or its content isn’t readily accessible to search engines and the people that use them, your site will lose out on a significant amount of traffic.
Is SEO advantageous to my business or a waste of time?
Search engine optimisation helps you to market your brand online. Without SEO, you would have to pursue other (and more expensive) marketing tactics, including offline ones. The brilliant thing about SEO is that, compared to most other marketing methods, it offers a generous return on your investment.
By taking the time to optimise your site and reviewing its content on a regular basis, you can be sure that you’ll get a steady flow of regular visitors. And, assuming your site’s content is up to scratch, you’ll also end up with plenty of sales leads that you can convert into paying customers.
Why can’t search engines figure out what my site is about without my involvement?
While today’s search engine technology is quite smart at “learning” the content and relevance of websites and their internal pages, they can’t figure everything out by themselves. Therefore, they still need some human intervention to ensure that they return the right results to their users.
There is also the fact that the World Wide Web is quite a competitive place! With over a billion live websites these days, there is plenty of competition from other sites offering the same products, services, and information as you.
The advantage of harness search engine optimisation for your website is that you can “outrank” your competitors. Some people might assume that this is an unachievable goal. But, it’s a strong possibility – provided the right SEO techniques get applied.
What other reasons are there that suggest I need help with my site’s SEO?
The primary goal of search engine optimisation is to make your website easier to find on Google, Bing, Yahoo, and other search engines. There are some other reasons why it’s likely you will need to apply SEO techniques to your site:
- Few website conversions and leads generated. Your website is ultimately offering something to its visitors. If those people aren’t doing what you expect, such as buying something or selecting a page’s call to action, SEO can help you find out why and fix the problem;
- Complaints from mobile users. Google tells us that most of the people searching for stuff online do so from a smartphone or tablet device. If your website is getting fewer visitors these days, it could be because a “penalty” got applied to your domain due to it not being mobile-friendly. Search engine optimisation can pinpoint the reasons why and allow you to make your website more responsive;
- Search engines don’t want to index your content. It’s no secret that the likes of Google want to only provide relevant information to people that use search engines. With that in mind, SEO can help you improve the quality and quantity of content on your website to make it more search engine and human-friendly.
Regardless of the size of the website, SEO is an important aspect of any site and, when done right, will ensure its visibility and relevance to your target audience online
I hope you found this post useful. If you have any questions or suggestions please comment below.